The State of Mobile Benchmark

Adobe Digital Index

ADOBE DIGITAL INDEX

Mobiles on the move

Mobile devices have changed the way consumers interact with businesses. Marketers should understand the trends, strengths, and weaknesses of both tablets and smartphones in order to present the right experience to the different mobile customers. Table of contents
Mobile browsing
01 02 03 04 05 06 07 Tablet versus smartphone growth Traffic share by country Traffic share by industry Smartphone operating systems by country U.S. smartphone operating system growth Smartphone manufacturers by country Tablet operating systems by country

Mobile viewing
10 Video on mobile devices

Mobile social media

11 Engagement on mobile devices

Mobile shopping
12 Conversion by mobile device type 13 Glossary 14 Methodology

Mobile reading
08 Digital magazine readership growth 09 Engagement by device type

The State of Mobile Benchmark - Q2 2013

ADOBE DIGITAL INDEX

Mobile browsing

Tablet versus smartphone growth

In just three years, tablets have overtaken smartphones in the amount of traffic they drive.
The findings:

Globally, websites are getting more traffic from tablets than smartphones. Internet users view 70% more pages per visit when browsing on a tablet vs. a smartphone.

10%

The opportunity:
While tablet and smartphone consumers are both mobile users, they behave very differently. Tablet users actually behave more like PC users in the way they browse and engage.
5%

TABLET PROJECTION SMARTPHONE PROJECTION

0%

SHARE OF PAGE VIEWS

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Mobile browsing

Traffic share by country

Consumers all over the world are trying tablets for the first time. Internet users in western countries have adopted tablets rapidly, while their counterparts in Asia prefer to browse via smartphone.
The findings:

Smartphone traffic is similar between the U.S. and the U.K., but tablet traffic is much higher in the U.K. U.K. Internet surfers are more likely to browse through both a tablet and smartphone than their German and French counterparts. In Japan and China, smartphones remain the browsing device of choice.

The opportunity:
Consumers use their various mobile devices differently. You need to optimize your site for both the smartphone and tablet experiences.
TABLET SMARTPHONE

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Mobile browsing

Traffic share by industry

Consumers preferences for tablets versus smartphones vary depending on the type of site theyre visiting. When shopping on retail and e-commerce sites, users prefer tablets. Telecom and media sites tend to be frequented more often by smartphone users.
The findings:

10%

5%

Retail websites get the most tablet traffic followed by auto and travel & hospitality sites. Conversely, consumers prefer their smartphone when visiting both telecom and media & entertainment sites.

0%

The opportunity:
As tablets get smaller and smartphones get bigger youll need to rely less on screen size and more on other cues like connection type (Wi-Fi vs. cellular) and referral source to determine the best web experience to offer.

MOBILE TRAFFIC SHARE BY INDUSTRY

TABLET

SMARTPHONE

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Mobile browsing

Smartphone operating system by country

Android and iOS are becoming more dominant around the world. Other competing platforms account for only a small percentage of the traffic.
The findings:

Android and iOS account for nearly 90% of smartphone browsing in all six of the countries we observed. RIM and Symbian maintain their strongest footholds in the U.K. and China. Android share is largest in Japan. iOS is the leading operating system in the U.S., U.K., and France.
TM

iOS ANDROID RIM SYMBIAN OTHER* *SEE APPENDIX

The opportunity:
As the market consolidates around iOS and Android, focus your mobile experience on these two major players.

SHARE OF VISITS BY SMARTPHONE OPERATING SYSTEM

FEBRUARY 2013

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Mobile browsing

U.S. smartphone operating system growth

Even as sales of Android devices increase, iOS has reemerged as the operating system most often used for browsing in the U.S.
The findings:

60% 40%

20%
iOS ANDROID RIM

Today, iOS accounts for 49% of smartphone browsing in the U.S. Android accounts for 45% of smartphone browsing. Over the last 12 months, RIM slid from a 5% to a 1% share of visits in the U.S., and Windows maintained its 1% share.

0%

U.S. SMARTPHONE SHARE OF VISITS

4%

FEBRUARY 2013

2%

0%
RIM WINDOWS SYMBIAN LINUX BADA

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Mobile browsing

Smartphone manufacturers by country

In five of the six countries we featured, Apple and Samsung devices accounted for the majority of smartphone website traffic. Japan was the only outlier.
The findings:

APPLE SAMSUNG HTC DOCOMO OTHER* *SEE APPENDIX

From February 2012 to February 2013, the share of online visits from Samsung devices has grown at the expense of other manufacturers who produce Android-based devices. No manufacturer besides Samsung and Apple has gained more than a 1% market share in the U.S. in the last year. In Japan, its DoCoMo, not Samsung, that accounts for significant percentage of mobile visits, closely rivaling Apple.

SHARE OF VISITS BY SMARTPHONE MANUFACTURERS

FEBRUARY 2013
40%

20%

0%
APPLE SAMSUNG HTC MOTOROLA RIM

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Mobile browsing

Tablet operating systems by country

When it comes to browsing on tablets, Apple has a commanding lead in all six of the countries we featured.
The findings:

iOS ANDROID OTHER* *SEE APPENDIX

iOS dominates tablet browsing with over 77% of the share in the six countries measured, and continues to increase its share of tablet visits. In the U.S., iOS grew by nearly 10% year-over-year with the release of the iPad 3 in March 2012, and iPad 4 and Mini in November 2012.

SHARE OF VISITS BY TABLET OPERATING SYSTEM

100% 80% 60% 40% 20% 0%
iOS ANDROID WINDOWS LINUX RIM

FEBRUARY 2013

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Mobile reading

Digital magazine readership growth

Publishers of digital print content are enjoying steady growth in readership due in part to release of new devices and further adoption of digital magazines.
The findings:

From August 2012 to February 2013, there was a 200% average growth in readers of digital publishing apps.

AVERAGE REACH GROWTH

AUGUST 2012 - FEBRUARY 2013

SECOND QUARTILE THIRD QUARTILE AVERAGE PUBLICATION

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Mobile reading

Engagement by device type

Most digital magazine consumers read with tablets. Tablet use leads to more frequent, in-depth, and longer reading sessions compared to smartphones.
The findings:

Seventy-five percent of reading sessions occur on tablets, and 23% on smartphones. When compared to smartphone readers, tablet readers: _ Open their app twice as often per month _ Read three times as many pages each time they read
2.9

30.3

1.7

10.0

READS/MONTH

FREQUENCY

ENGAGEMENT

READING SESSION USAGE

FEBRUARY 2013

PAGES/READ

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Mobile viewing

Video on mobile devices

Mobile video consumption is on the rise. By Q4 2012, mobile video startsincluding both smartphones and tabletshave tripled year over year and currently account for over 10% of total digital video starts.
The findings:

1.3% SMARTPHONE 1.8% TABLET 96.9% PC

Video starts on smartphones tripled year over year from 2011 to 2012. Tablet video consumption slightly outpaced smartphones in video starts.

89.6% PC 6.5% TABLET 3.9% SMARTPHONE

SHARE OF VIDEO STARTS

Share of video starts are defined as the device type video starts divided by total video starts.

The opportunity:

The growing mobile audience provides incremental engagement and revenue opportunities for advertising. Tablet viewers, in particular, are early adopters who typically spend more money, book more trips, and consume more media content. Publishers can capitalize on this target audience with high CPMs and incremental impressions.

Video view rate is defined as video starts divided by visits.

ALL MEDIA VIDEO VIEW RATE

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Mobile social media

Engagement on mobile devices

Mobile accounts for a growing share of social media engagement. Mobile consumers like the strides Facebook is making to improve the user experience on smartphones and tablets.
The findings:

One third of all likes on Facebook now occur via a mobile device. After a slight dip at the end of 2012, the mobile share of Facebook likes jumped 56% between December 2012 and January 2013.
MOBILE SHARE OF NEW PAGE LIKES

The opportunity:
Mobile and social go hand in hand. Use mobile specific offers on social media channels to reinforce this natural affinity.
JANUARY 2012 - APRIL 2013

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Mobile shopping

Conversion by mobile device type

When shopping online, consumers use tablets like a PC to compare products and make the purchase. They use smart phones for quick references like price checks and finding store locations.
The findings:

Conversion rates on tablets are three times greater than on smartphones. Tablet conversion rates still dont match those of PCs.

The opportunity:
Differences in conversion rates point to the use cases shoppers have in mind when they choose to use a tablet or a smartphone. Retailers should not treat all mobile visits the same.

RETAIL CONVERSION
DECEMBER 2012

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Glossary
Average Reader Growth: Unique visitors by month divided by August 2012 unique visitors. Download Completion Rate: Download starts divided by download completes. Consumption: Time spent divided by month. Conversion Rate: Orders divided by visits. Engagement (Reading): Pages divided by reading session. Frequency (Reading): Reading sessions divided by month. Like Share: Likes divided by total likes. Page Views Share: Page views divided by total page views. Video Start Share: Video starts divided by total video starts. Video view rate: Video starts divided by visits. Visit Share: Visits divided by total visits.

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Methodology
The data for The State of Mobile report was pulled from: Mobile browsing statistics were based on analysis of more than 150 billion visits to 1,500+ websites worldwide between January 2012 to February 2013. Mobile reading statistics were based on analysis of 223.5 million reading sessions to 100 digital magazine apps between January 2012 to February 2013. Mobile viewing statistics were based on analysis of 19.6 billion video starts on 50 media websites in 2012. Mobile shopping statistics were based on analysis of 500+ retail websites in December 2012.
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Appendix
U.S. Smartphone Share of Visits by Operating System iOS Android Windows RIM OS Linux Symbian Bada Feb-12 37.0% 52.8% 1.3% 4.1% 0.1% 0.4% 0.0% Feb-12 37.0% 14.9% 17.3% 11.9% 0.7% 0.0% 0.4% 4.5% 0.8% 0.4% 1.9% 4.1% 0.0% 0.0% 0.0% 2.4% Mar-12 38.5% 52.2% 1.3% 3.9% 0.1% 0.4% 0.0% Mar-12 38.5% 15.3% 16.5% 12.0% 0.7% 0.0% 0.4% 4.3% 0.8% 0.4% 1.7% 3.9% 0.0% 0.0% 0.0% 2.2% Apr-12 39.8% 51.2% 1.4% 3.6% 0.1% 0.3% 0.0% Apr-12 39.8% 15.4% 15.7% 11.8% 0.8% 0.0% 0.5% 4.2% 0.8% 0.5% 1.6% 3.6% 0.0% 0.0% 0.0% 2.1% May-12 40.7% 50.7% 1.4% 3.3% 0.1% 0.3% 0.0% May-12 40.7% 15.4% 15.1% 11.8% 0.9% 0.0% 0.5% 4.2% 0.8% 0.5% 1.5% 3.3% 0.0% 0.0% 0.0% 2.0% Jun-12 42.1% 49.7% 1.3% 3.0% 0.1% 0.3% 0.0% Jun-12 42.1% 15.8% 14.0% 11.8% 1.0% 0.0% 0.5% 4.1% 0.8% 0.6% 1.4% 3.0% 0.0% 0.0% 0.0% 1.9% Jul-12 44.1% 47.8% 1.4% 2.9% 0.1% 0.3% 0.0% Jul-12 44.1% 16.4% 13.2% 10.6% 1.0% 0.3% 0.4% 3.7% 0.8% 0.5% 1.2% 2.9% 0.0% 0.0% 0.0% 1.7% Aug-12 43.8% 49.3% 1.2% 2.7% 0.1% 0.3% 0.0% Aug-12 43.8% 17.4% 12.5% 11.1% 0.9% 0.0% 0.5% 4.0% 0.9% 0.6% 1.2% 2.7% 0.0% 0.0% 0.0% 1.7% Sep-12 44.6% 48.9% 1.2% 2.5% 0.1% 0.2% 0.0% Sep-12 44.6% 18.2% 11.9% 10.7% 1.0% 0.0% 0.5% 3.8% 0.9% 0.6% 1.1% 2.5% 0.0% 0.0% 0.0% 1.7% Oct-12 46.1% 47.7% 1.2% 2.2% 0.0% 0.2% 0.0% Oct-12 46.1% 18.7% 11.0% 10.1% 1.0% 0.0% 0.5% 3.7% 0.9% 0.6% 0.9% 2.2% 0.0% 0.0% 0.0% 1.8% Nov-12 47.3% 46.9% 1.1% 2.1% 0.0% 0.2% 0.0% Nov-12 47.3% 19.2% 10.1% 9.7% 1.0% 0.0% 0.4% 3.6% 0.9% 0.6% 0.8% 2.1% 0.0% 0.0% 0.0% 2.0% Dec-12 48.0% 46.4% 1.1% 1.8% 0.0% 0.2% 0.0% Dec-12 48.0% 20.0% 9.2% 9.2% 1.1% 0.0% 0.4% 3.5% 0.9% 0.6% 0.7% 1.8% 0.0% 0.0% 0.0% 2.1% Jan-13 48.7% 45.8% 1.1% 1.6% 0.0% 0.2% 0.0% Jan-13 48.7% 20.8% 8.4% 8.7% 1.2% 0.0% 0.4% 3.4% 0.8% 0.6% 0.6% 1.6% 0.0% 0.0% 0.0% 2.3% Feb-13 49.7% 45.3% 0.9% 1.5% 0.0% 0.2% 0.0% Feb-13 49.7% 21.1% 7.8% 8.4% 1.3% 0.0% 0.4% 3.7% 0.8% 0.6% 0.5% 1.5% 0.1% 0.0% 0.0% 2.1% U.S. Tablet Share of Visits by Operating System iOS Android Windows RIM OS Linux Symbian Bada Feb-12 68.8% 27.2% 0.0% 1.1% 1.8% 0.4% 0.0% Feb-12 69.5% 9.9% 4.2% 1.5% 1.2% 2.2% 2.0% Mar-12 70.7% 25.6% 0.0% 1.2% 1.7% 0.4% 0.0% Mar-12 71.5% 8.6% 4.3% 1.6% 1.3% 2.1% 2.0% Apr-12 70.4% 26.3% 0.0% 1.1% 1.5% 0.3% 0.0% Apr-12 72.1% 9.8% 3.9% 1.4% 1.1% 1.8% 2.1% May-12 71.4% 25.5% 0.0% 1.0% 1.3% 0.3% 0.0% May-12 73.0% 9.5% 3.9% 1.4% 1.0% 1.7% 2.1% Jun-12 72.9% 24.5% 0.0% 1.0% 1.2% 0.3% 0.0% Jun-12 74.5% 9.2% 3.8% 1.4% 1.0% 1.5% 2.0% Jul-12 74.3% 23.3% 0.0% 0.8% 1.0% 0.3% 0.0% Jul-12 73.3% 7.6% 3.1% 0.1% 1.0% 0.8% 1.1% 1.5% Aug-12 75.8% 22.1% 0.0% 0.8% 1.0% 0.3% 0.0% Aug-12 77.9% 7.3% 3.6% 0.8% 1.1% 0.8% 1.2% 1.6% Sep-12 77.0% 21.0% 0.0% 0.7% 0.9% 0.2% 0.0% Sep-12 79.2% 6.5% 3.6% 1.1% 1.0% 0.7% 1.2% 1.4% Oct-12 78.1% 20.0% 0.0% 0.7% 0.8% 0.2% 0.0% Oct-12 79.8% 5.9% 3.8% 1.3% 1.0% 0.7% 1.1% 1.3% Nov-12 78.7% 19.3% 0.1% 0.7% 0.7% 0.2% 0.0% Nov-12 80.4% 5.5% 3.8% 1.4% 0.9% 0.6% 1.1% 1.3% Dec-12 77.6% 20.4% 0.2% 0.6% 0.6% 0.2% 0.0% Dec-12 79.5% 6.2% 4.0% 1.7% 0.8% 0.6% 0.9% 1.2% Jan-13 76.5% 21.4% 0.3% 0.5% 0.5% 0.2% 0.0% Jan-13 78.6% 6.9% 4.2% 2.0% 0.8% 0.5% 0.8% 1.0% Feb-13 77.4% 21.0% 0.0% 0.5% 0.5% 0.2% 0.0% Feb-13 79.5% 6.6% 4.4% 2.0% 0.7% 0.5% 0.7% 1.0%

U.S. Smartphone Share of Visits by Manufacturer Apple Samsung HTC Motorola Nokia DoCoMo Sony Ericsson LG Huawei ZTE T-Mobile RIM Sony Xiaomi SHARP Other

U.S. Tablet Share of Visits by Manufacturer Apple Amazon Samsung Google Acer RIM Motorola Barnes and Noble Asus Toshiba HP DoCoMo Sony Microsoft DELL Huawei

1.9% 1.6% 1.7% 0.0% 0.2% 0.2% 0.0%

1.9% 1.5% 1.6% 0.0% 0.2% 0.2% 0.0%

1.7% 1.4% 1.4% 0.0% 0.2% 0.2% 0.0%

1.5% 1.3% 1.2% 0.0% 0.3% 0.2% 0.0%

1.4% 1.2% 1.1% 0.0% 0.3% 0.1% 0.0%

1.5% 0.9% 0.9% 0.0% 0.2% 0.1% 0.0%

1.4% 1.0% 0.9% 0.0% 0.2% 0.1% 0.0%

1.3% 0.9% 0.8% 0.0% 0.2% 0.1% 0.0%

1.3% 0.9% 0.7% 0.0% 0.2% 0.0% 0.1% 0.0%

1.2% 0.8% 0.6% 0.0% 0.2% 0.2% 0.1% 0.0%

1.2% 0.7% 0.5% 0.0% 0.2% 0.3% 0.1% 0.0%

1.1% 0.6% 0.4% 0.0% 0.2% 0.4% 0.0% 0.0%

1.0% 0.6% 0.4% 0.0% 0.2% 0.4% 0.0% 0.0%

Lenovo 0.2% LG 0.1%

0.2% 0.2%

0.2% 0.1%

0.2% 0.1%

0.1% 0.1%

0.1% 0.0%

0.2% 0.0%

0.1% 0.1% 0.0% 0.0%

0.2% 0.0%

0.2% 0.0%

0.2% 0.2% 0.0% 0.0%

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Appendix
Tablet manufacturers share of visits: February 2013
U.S U.K Germany France Japan China Apple 77.8% 84.2% 81.8% 77.4% 78.2% 81.6% Amazon 7.6% 3.2% 0.9% 0.3% 1.3% 1.4% Samsung 4.4% 3.6% 7.2% 11.2% 0.7% 6.8% Google 2.0% 3.1% 1.6% 1.2% 3.9% 1.4% Acer 0.7% 0.3% 1.8% 2.6% 0.9% 0.7% RIM 0.5% 1.4% 0.0% 0.2% 0.0% 0.5% Motorola 0.8% 0.4% 0.5% 0.0% 0.5% 0.5% Barnes & Noble 1.1% 0.0% 0.0% 0.0% 0.0% 0.1% Asus 1.0% 0.4% 0.7% 2.3% 0.3% 1.0% Toshiba 0.6% 0.1% 0.2% 0.3% 0.4% 0.2% HP 0.5% 0.1% 0.0% 0.2% 0.0% 0.1% DoCoMo 0.0% 0.0% 0.0% 0.0% 8.2% 0.0% Sony 0.2% 0.2% 0.5% 0.5% 2.8% 0.4% MS 0.4% 0.2% 0.2% 0.3% 0.1% 0.5% DELL 0.0% 0.0% 0.0% 0.0% 0.1% 0.1% Huawei 0.0% 0.0% 0.1% 0.0% 0.0% 0.2% Lenovo 0.2% 0.1% 0.0% 0.0% 0.3% 0.3% ZTE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% LG 0.0% 0.0% 0.0% 0.0% 0.4% 0.0% HTC 0.0% 0.1% 0.0% 0.0% 0.0% 0.3%

Smartphone manufacturers share of visits: February 2013

U.S U.K Germany France Japan China Apple 49.5% 53.5% 44.9% 51.0% 36.3% 32.0% Samsung 21.2% 24.4% 33.8% 31.0% 2.5% 22.1% HTC 7.8% 6.9% 6.7% 2.8% 1.3% 6.5% Motorola 8.4% 0.6% 0.8% 0.6% 0.0% 1.5% Nokia 1.3% 2.7% 1.7% 1.7% 0.0% 7.2% DoCoMo 0.0% 0.0% 0.0% 0.0% 32.7% 0.2% Sony Ericsson 0.4% 2.6% 4.7% 3.9% 6.7% 2.0% LG 3.7% 0.9% 1.7% 1.7% 1.1% 1.5% Huawei 0.8% 0.2% 0.4% 0.0% 0.0% 2.1% ZTE 0.6% 0.1% 0.0% 0.1% 0.0% 0.4% T-Mobile 0.5% 0.1% 0.0% 0.0% 0.0% 0.1% RIM 1.5% 4.1% 0.4% 1.5% 0.0% 1.1% Sony 0.1% 0.6% 0.4% 0.4% 0.2% 0.3% Xiaomi 0.0% 0.0% 0.0% 0.0% 0.0% 1.0% SHARP 0.0% 0.0% 0.0% 0.0% 5.1% 0.1% Other 2.1% 0.7% 1.9% 1.8% 10.8% 3.5%

Smartphone OS share of visits: February 2013

U.S U.K Germany France Japan China iOS 49.5% 53.5% 44.9% 51.0% 36.3% 32.0% Android 45.5% 37.2% 48.9% 41.2% 60.9% 49.6% Windows 0.9% 1.4% 1.1% 1.0% 0.0% 0.9% RIM 1.5% 4.1% 0.4% 1.5% 0.0% 1.1% Linux 0% 0% 0% 0.0% 0.0% 0.1% Symbian 0.2% 0.4% 0.4% 0.3% 0.1% 3.8% Bada 0% 0.1% 0% 1.2% 0.0% 0.3% Other 2.5% 3.3% 4.2% 3.8% 2.7% 12.2%

Tablet OS share of visits: February 2013

U.S U.K Germany France Japan China iOS 77.8% 84.2% 81.8% 77.4% 77.2% 81.6% Android 20.5% 13.8% 17.5% 22.0% 22.4% 17.3% Windows 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% RIM OS 0.5% 1.4% 0.0% 0.2% 0.0% 0.5% Linux 0.5% 0.1% 0.0% 0.2% 0.0% 0.1% Other 0.7% 0.4% 0.6% 0.1% 0.4% 0.5%

The State of Mobile Benchmark - Q2 2013

2013 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Android is a trademark of Google Inc. Linux is the registered trademark of Linus Torvalds in the U.S. and other countries. Symbian and all Symbian based marks and logos are trademarks of Symbian Limited. Windows is either a registered trademark or a trademark of Microsoft Corporation in the United States and/or other countries. All other trademarks are the property of their respective owners.